Ecommerce and DTC Brand 5 Year Financial Model: Dashboard, 3 Statements, Channel Mix, Unit Economics

Description
A fully linked five year financial model for a direct to consumer or multichannel product brand. Built for the launch pitch and for every operating decision after it: what the channel mix does to margin, how much the brand can afford to spend on ads, when the first hires land, and what a 25% miss on orders does to cash. Revenue is built from four channels, each with orders per month, monthly growth, a capacity ceiling, an average order value and its own direct cost percentage: website, marketplace, wholesale and subscriptions. The direct cost percentage per channel carries product cost, shipping and channel fees, so marketplace and wholesale margins sit next to website margin honestly instead of being averaged into one number. That is the whole point of the channel split: it shows which channel is actually paying for the business. Fifteen linked worksheets: Start Here, Dashboard, Inputs, Revenue, COGS, Payroll, Opex, CapEx, P&L, Cash Flow, Balance Sheet, Break even, Scenarios, Funding and Checks. Monthly across 60 months with annual summaries. A hiring roster with start and end months, burden and wage inflation. A capital expenditure schedule with straight line depreciation. A loan schedule with interest and principal, equity injection, the funding requirement and the cash low point. Base, Best and Worst on a single switch. Benchmarks beside your own numbers: product, shipping and fees as a share of sales, overheads including ads, EBITDA margin. A Checks tab proves the balance sheet balances every month. Excel 2016 or later and Google Sheets, no macros. Includes a one page quick start guide with a Google Sheets copy link.